Hotel Las Americas Golden Tower Panama

Challenge

With an investment of more than US $80 million, this was the first hotel outside Colombia of TALARAME group (managing partners of Hotel Las Américas and Hotel Capilla del Mar in Cartagena, Colombia), and at the same time the group’s first city hotel. The quality and reputation of the group’s hotels had to be made known to the millennial target audience, its spectacular design by the renowned architect Carlos Ott and its services. It had a low budget for marketing and advertising.

Solution

We developed the brand for the hotel and its restaurants, bars and spa, paired with an effective strategy. We carried out a pre-opening and post-opening campaign with the slogan “Your Place to Shine”, which shows how at Hotel Las Americas Golden Tower, ordinary moments become extraordinary. We also carried out an aggressive campaign in social media and developed the marketing and sales support for the promotion of the hotel and its services.

Results

Before reaching a year of being officially inaugurated, the break-even point was reached, and the Hotel reached the second place on Trip Advisor, remaining between the second and fourth place. In social media, we were able to gain more followers than the majority of hotels of the competition, even though they have long been established brands in Panama City. The hotel’s occupancy is currently higher than that of the competition.